To launch Toonix, a new multi-platform digital brand for kids, our strategy was to build an extensive multi-channel awareness campaign. The goal was to establish Toonix as the go-to destination for interactive and customizable kids' entertainment, leveraging the power of Turner's existing media ecosystem.
The core strategy was a two-pronged approach that combined the reach of traditional broadcast with the engagement of digital platforms. The objective was to support the launch of a new subscription service for Turner's cartoon content in the Nordic regions. We were tasked with creating the entire digital advertising campaign to accompany the app's release.
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Broadcast Awareness: We developed a series of promotional spots and creative assets for distribution across Turner's leading broadcast channels, such as Cartoon Network and Boomerang. This was a critical element, as it used the trusted, existing brand loyalty of Turner's audience to introduce them to the new Toonix world. The on-air campaign served as the primary driver for initial awareness and traffic.
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Digital Immersion:The campaign leveraged digital advertising to meet the target audience where they live and play online. For each banner type, we executed multiple creatives and sizes, and translated them into four languages from English. The main message was "Touch Toonix and make your screen come alive," which we reinforced with an animation of the Toonix character touching the screen to bring it to life with relevant cartoon show content. We kept the main animation brief and concise, but then ended with an interactive element where the user could touch the screen for more information and have the Toonix character interact with them.
By creating an integrated awareness campaign that spanned digital advertising and broadcast channels, the strategy successfully built a seamless bridge from Turner’s well-established linear television presence to its new, innovative digital brand.
